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Plot provided by yourblackworld.net and the publisher Dr. Boyce Watkins. Dr. Watkins is the commercial’s biggest opponent. Read what he had to say about it.
by Dr. Boyce Watkins
If you’ve never heard of Felicia the Goat, you’ll know about her soon. Felicia the Goat is the main character in a recent Mountain Dew commercial, created in part by Tyler the Creator. The video shows Felicia in a line up of criminal suspects, all of whom may be charged with a crime.
Of course, in the world of Mountain Dew, every single suspect is black. Not just regular black people, but the kinds of ratchety negroes you might find in the middle of any hip-hop minstrel show: Gold teeth, “mean mugging,” sun glasses wearing, white-t sportin, hard core n*ggaz ready to “get into some ol gangsta sh*t.” Apparently, this is the kind of ad you put out if you want to appeal to the black male demographic.
On the other side of the one-way glass is an innocent, feeble, traumatized white woman, standing next to a detective telling her to “nail this little sucker.” The woman is shaking, wounded and crying in fear over whatever these scary black men have done and might do to her in the future. Black men are scary and violent, that’s been established. There is also another white officer, and a black man standing in the back corner. One side of the glass is mostly criminal, 100% black. The other side of the glass consists of the “good guys,” nearly all of whom are white.
Throughout the video, the woman is trying to decide whether to identify the suspect, and is being threatened by the goat who is telling her that you “betta not snitch on a playa.” He also starts out by saying, in a scruffy voice, “You shoulda gave me some more….I’m nasty.”
As the woman is shaking, crying and trying to decide what to do, the goat says, “Snitches get stitches fool.” After that, he says, “Keep ya mouth shut. When I get outta here, I’m gonna do you up (translation: Probably beat and s-xually assault you again).”
TYLER THE CREATOR RESPONDS TO THE MOUNTAIN DEW RACISM CONTROVERSY
It’s a young black man who got out of the ‘hood and made something of himself, who’s now working with big, white-owned corporations. Not even in front of the camera acting silly, but directing it. I’m trying to be one of the directors. But instead of looking at the positivity from that, he’s trying to boycott Mountain Dew. Now that he’s doing that, not only is it messing up opportunities for me, but also maybe opportunities for another young black male who maybe looks up to me and wants to do that in the future. It’s ludicrous. – Tyler The Creator
His co-manager, Christian Clancy, decided to address the issue and defend his client on his Tumblr page. His post stated in part:
Context may or not help those who are offended and I wholly respect that but for those who are interested I can offer the following and leave the rest to Tyler. 1. This spot was part of an overall admittedly absurd storyline about a crazy goat who becomes obsessed with Mountain Dew 2. The lady in front of the lineup is the waitress from the first spot. 3. The lineup consists of Tylers friends and odd future members who were available that day. (LBoy, Leftbrain, Garret from Trash Talk and Errol) 4. He absolutely never intended to spark a controversy about race. it was simply an again admittedly absurd story that was never meant to be taken seriously. Again we apologize if this was taken out of context and would never trivialize racism, especially now in America where voting and civil rights are being challenged at the highest level. I can however stand firmly by someone I have believed in since we met only because I know him and i know all of this was never his intent.